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Title A Multimodal Comparative Analysis of Covid-19 Pandemic Posters

Author(s) KIRAN JEHAN

Abstract This qualitative study aims to explore the semiotic resources used in the posters disseminating information about Covid-19. The three objectives of this study are to analyze semiotic resources used in the cautionary posters spreading information about Covid-19, to know the importance of text in the posters carrying information about Covid-19, and to compare the posters designed by WHO and Pakistani locals in order to see the difference in the semiotic resources used in and the overall framing. Using content analysis as the research methodology, it analyzes 25 cautionary posters designed by the World Health Organization and 25 Pakistani local posters and attempts to discover the textual resources used in the posters and their role in meaning making. The theoretical framework for this study is based on Kress and Leeuwen (2006) semiotic model. The three accounts of the theory deal with the object and its relationship with the outside representational world, the relationship between the sign makers and its receivers and the combination of all of the semiotic resources in visuals to make a meaningful whole. The findings of the study reveal that various semiotic resources have been used in the design of these posters which include isolated images, modality markers, color saturation, highlighted text, foregrounding of specific information, narrative and conceptual processes, eye contact with the viewers and development of intimate and public relationship with the viewers through the use of close and long shots. Keeping in view the second objective, this study shows that text plays a key role in meaning making and its comprehension. The comparative analysis of the data suggests that the posters designed by the World Health Organization are more comprehensive and diverse as compared to those designed by Pakistani local institutes. Pakistani local cautionary posters are relatively simple, have limited semiotic resources and have certain similarities with WHO posters. The study recommends the future researchers to explore the Covid-19 pandemic posters from the perspectives of the designers of the posters and the audience while interviewing them about the role of semiotic resources in making meaning of the message spread in the posters to them.

Type Thesis/Dissertation MS

Faculty Languages

Department English

Language English

Publication Date 2022-01-27

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